VIDEO: Keira Knightley Chanel advert 'too sexual' for children
A Chanel perfume advert featuring a scantily-clad Keira Knightley has been banned during children's programming after a watchdog ruled it was unsuitable for younger viewers.
The advert, in which the actress rides a motorbike before modelling for a photographer who unzips her clothes and attempts a kiss, was aired during the children's film Ice Age 2.
The Advertising Standards Authority (ASA) ruled the ad involved sexually suggestive content after a viewer, who saw it during the children's film, complained it was unsuitable for screening during the movie because it was overtly sexual.
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The ASA ruled the advert, which at one point shows Knightley wearing only bed sheets and lying on her back, must not be broadcast again in its current form in or around programmes of particular appeal to children.
“We noted that the photographer was directly involved in unzipping the actress's garments and that there was a suggestion that she was naked aside from a bed sheet,” the watchdog said.
“We also noted that there was clear sexual tension between the pair and that they appeared about to kiss on the bed.”
Chanel argued while Knightley's character was playful and sensual, she was not overtly sexual. The company said there was no nudity in the ad, and none implied, but the character briefly revealed only her shoulders as part of a photo shoot.
They said the photographer helped the actress remove her boots, rather than her clothes, as part of a wardrobe change during the photo shoot.
Chanel believes the ad was not unsuitable for children and so was scheduled appropriately.